Identity is important. Mathematically, it is simple: a = a. But personally, it’s traumatic. In the 1970s, people were trying to find their identities. Today, people have to guard against identity theft. It is therefore super-important that Enka-Candler now has a welcome wayfinding. It isn’t a sign, because signs are ugly, and they promote economic activity. By contrast, the wayfinding fosters identity. Can you feel the energy?